Scion Targets Older Buyers With New Ads, Because Youth Are Broke
With the launch of Scion‘s new viral video ad campaign for the “High Voltage” Scion tC Release Series 7.0, the Toyota youth brand is hoping not just to sell cars, but to attract a more mature customer.
While the TV spot and YouTube clips, which feature the Greek god Zeus, are aimed at being the sort of thing you’d want to share with a friend, Scion is hoping both you, and your Facebook buddies, are of a slightly older demographic. The reason? Well, Scion’s core customer base (often touted as the youngest in the business) is broke. And we don’t mean broke like they can’t afford to buy a new watch, but broke like it’s time to move back in with mom and dad. Yikes.
It seems that while the economy is getting back on track, it’s taking a lot longer for those just starting out in the world of business. As a result, Scion’s new ads are targeted at 18-34 year-olds, compared to Scion’s traditional 18-24 year-old demographic.
As for the ad campaign, it’s less about selling the car, (a limited edition model of which just 2000 will be made) and more about selling the brand, with humor.
Watch the commercial after the jump, and click here for the humorous behind-the-scenes outtakes.
[Source: AdAge]
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With AutoGuide from its launch, Colum previously acted as Editor-in-Chief of Modified Luxury & Exotics magazine where he became a certifiable car snob driving supercars like the Koenigsegg CCX and racing down the autobahn in anything over 500 hp. He has won numerous automotive journalism awards including the Best Video Journalism Award in 2014 and 2015 from the Automotive Journalists Association of Canada (AJAC). Colum founded Geared Content Studios, VerticalScope's in-house branded content division and works to find ways to integrate brands organically into content.
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